葡萄酒产品的质量维度与市场表达体系  

Quality Dimensions and Market Communication System of Wine Product

作　　者：唐文龙[1] 火兴三 阮仕立 邵学东 孔维府[5] 苏东平 肖永杰 TANG Wenlong;HUO Xingsan;RUAN Shili;SHAO Xuedong;KONG Weifu;SU Dongping;XIAO Yongjie(School of Business Administration,Shandong Institute of Business and Technology,Yantai 264005,China;Wine Branch,China Alcoholic Drinks Association,Beijing 100831,China;Technology Center,Yantai Changyu Pioneer Wine Co.,Ltd.,Yantai 264000,China;Chateau Junding,Junding Wine Holding Co.,Ltd.,Yantai 265608,China;Yantai Institute,China Agricultural University,Yantai 264670,China;School of Enology,Yantai Institute of Science and Technology,Yantai 265600,China;Pioneer International,Yantai Changyu Pioneer Wine Co.,Ltd.,Yantai 264000,China)

机构地区：[1]山东工商学院管理学院,山东烟台264005 [2]中国酒业协会葡萄酒分会,北京100831 [3]烟台张裕葡萄酿酒股份有限公司技术中心,山东烟台264000 [4]君顶葡萄酒控股有限公司君顶酒庄,山东烟台265608 [5]中国农业大学烟台研究院,山东烟台264670 [6]烟台科技学院葡萄酒学院,山东烟台265600 [7]烟台张裕葡萄酿酒股份有限公司先锋酒业,山东烟台264000

出　　处：《中外葡萄与葡萄酒》2022年第6期19-23,共5页Sino-Overseas Grapevine & Wine

基　　金：国家社会科学基金项目(18BJY175);山东省社科规划项目(21CGLJ23);2019年度蓬莱市科技发展计划项目。

摘　　要：葡萄酒的产品质量表达是通过持续互动方式在企业与市场之间搭建起某种对话机制,进而使消费者对葡萄酒的产品质量获得更充分的认识、感知和认可,以稳步扩大葡萄酒在中国市场的品类价值。文章提出葡萄酒的产品质量分成两个维度:由质量安全、风土特性与感官特征构成的产品固有质量;由认知差异、顾客满意和品牌意义构成的产品感知质量。同时,通过分解葡萄酒的产品质量表达步骤,从目标受众、沟通媒介、沟通内容和沟通方法等方面分析了如何更好地构建葡萄酒产品质量的市场表达体系。The quality expression of wine products is to establish a dialogue mechanism between enterprises and market through continuous interaction,so that all kinds of consumers in domestic market can fully know,perceive and recognize the quality of wine products,and steadily expand the category value of wine in Chinese market.Firstly,the article puts forward that the quality of wine products could be divided into two dimensions:the inherent quality of wine products was composed of quality safety,terroir characteristics and sensory characteristics;cognitive differences,customer satisfaction and brand meaning constitute the perceived quality of wine products.At the same time,by decomposing the quality expression steps of wine products,this paper analyzed how to better construct the market communication system of wine products from the aspects of target audience,communication media,communication content and communication methods.

关 键 词：地理标志 质量安全 风土 顾客满意 表达体系 

分 类 号：TS262.61[轻工技术与工程—发酵工程]